Campaign

Steinlager Fight For Territory

Aug - 2018
Product
  • Digital Billboards
  • Airport
Features
  • Recognition software
  • Special Build
  • Standout creative
Category
  • Alcohol

Objective

As the official partner of the All Blacks, Steinlager wanted to do something memorable for their 2017 tour and invited their rivals, Guinness, the official sponsor of the British & Irish Lions, to a fight for their territory.

Approach

Leveraging the high dwell times at the Airport, the campaign encouraged supporters to stand in front of one of the 65 interactive digital screens positioned throughout Auckland Airport.

Execution

By integrating bespoke image recognition software, each digital site changed before their very eyes.

Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB
Source: DDB

Top Line Results: The battle between teams was fierce and over the 6 week tour 2.5 million people passed through the airport. This resulted in 96,000 creative changes as passengers fought to own the messages of support en-route to games around the country.